Here’s the press release is all its marketing-speak glory:
Featuring one of the most familiar songs in music recording history, the new execution, created by Saatchi & Saatchi, marks the first time the Luvs brand has taken traditional diaper television advertising to the next level by bundling it with a highly-recognizable song that moms of all ages know and love. This national ad campaign will be brought to life in a big way and is supported by a 20 percent increase in total marketing budget over last year.
“The song itself was chosen to help create a stronger connection to the Luvs brand and awareness of its core benefit — leakage protection for less,” said Mark Rolland, Saatchi & Saatchi. “The song helps us break through the diaper advertising clutter and simply communicate to moms that Luvs diapers are ‘all you need’ to keep your baby happy with outstanding leakage protection at a value you can’t get with the pricey brands.”
“…break through the diaper advertising clutter”? Sounds like a dirty job, but someone’s gotta do it, I guess…
Here’s the TV spot, featuring a cover version of the anthem of The Summer of Love along with some hot baby-on-bear professional wrestling action.
Man, just when I thought I’d seen it all…
[UPDATE] Now the spot’s on YouTube: